2015 VMAs

How to activate a youth audience disenchanted with TV award shows? Relinquish control and give them the keys to our campaign. First, we turned our entire media buy into green screens. Then we let people download all our VMA assets for free and make whatever they wanted. "Share it on your feed and we might use it," we said. Two weeks later, fans' social media had effectively become VMA media, and we swapped out every single green screen for a piece of fan-made art as thanks. Case study is the first video.